

Heist-Out, the self-styled outcast watch magazine, has garnered attention not just for its off-kilter editorial style but for its unique authenticity. Not just with the unusual approach to their debut issue (medieval armour and Piaget don’t often go hand-in-hand) but with their painfully cool AREA_51 auction with Sotheby’s last month, which showcased plenty of weird and wonderful timepieces.
So, hoping that some of that cool would rub off, we sat down with Heist-Out founders Lorenzo Maillard and Maxime Couturier to talk watches, inspirations, and working with friends.
Piaget Upstream, image credit: Sotheby’s
What was the last watch you bought?
Lorenzo: “The Piaget Upstream. It’s… how could you say, not the most beautiful watch as there are so many different design languages, but they tried so hard to make something that was supposed to be revolutionary. Unfortunately, it was launched in 2001, which wasn’t a great year and it didn’t do everything Piaget were hoping. But you can open it from the case rather than the buckle, so it has this complicated structure, and it was the first steel watch from Piaget for a long time, as well as the first automatic Piaget and one of the earliest at their Geneva facilities. So, it’s quirky and has a good story – even if it’s not necessarily beautiful.”
Do you collect anything outside of watches?
Maxime: “I collect a fair bit of fashion and probably what I have the most of are jackets. I started collecting Craig Green’s jackets and Raf Simons shirt jackets. I have four or so of the one, six or so of the other. They’re pretty pricey. Not as much as a watch – well, depending on the watch – so I’m going slow.”
What, other than a watch, is at the top of your wish list?
Lorenzo: “I’m always inspired by vintage in everything that I buy and collect, so mostly cars. Cars is a real topic for me. Which specific model? That’s always hard as I love really quirky stuff, but a safe bet would be an Alfa Romeo Montreal, a really cool car from the 1970s.”
A recent find/discovery?
Maxime: “I’m gonna be quite bromance here and say that I’ve loved discovering that working with your friends can actually work. That’s probably what I love most about my life in the past, like five years working with a lot of friends, finding that it can be a great experience. You know, if you pick the right friends. It’s beautiful.”
Alfa Romeo Montreal, image credit: Sotheby’s
What inspires you?
Lorenzo: “That’s a tough one, it’s deep. Lots of things inspire me. I’d have to say genuineness. Something, how do you say, real? Not too fake. It could be a product or whatever, but it has to have a meaning. It has to have a story to tell and perhaps most importantly, be humble about it.”
Who is a celebrity or person of note you admire?
Maxime: “I’ll go back to fashion – and sorry about that – but you know, fashion is always thought about as something that’s quite surface-level, but actually the work of Willy Chavarria is incredibly genuine. He puts so much of himself into his work, which you also see through interviews. I hope we do the same.”
Lorenzo: “My Nona. Before you say anything, she was a celebrity to me growing up. I admired everything about her, her work ethic, her dedication to the family, the fact that she never put herself in front of the camera or in the limelight. She was always doing everything for other people, and she was always rewarding to connect with. She’s an inspiration.”
Sotheby’s and Heist-Out’s AREA_51 watch auction.
What’s your ideal long weekend?
Maxime: “It would just be no computer and going to great restaurants with my friends and family. That’s all that matters. No matter where it is, all you need is good food and good people. The restaurant just needs to be really authentic, like going for Malakoff in a restaurant where the only customers are old and have been going to the same place for decades. You can’t beat that.”
What would we always find in your fridge?
Lorenzo: “A beer. Maybe two beers, even though I don’t necessarily drink at home. And Italian food, always some good Italian food.”
The UFO-themed Rolex “Starship Gold” was a highlight at the AREA_51 watch auction.
What’s a rule/mantra that you live by?
Maxime: “If you never try, you never know.”
What does the year ahead look like for you?
Lorenzo: “It’s going to be a big year for us as we’re on the up. We’re building up the magazine, it’s no longer imaginary and everything’s been really positive. Now we just need to find the right partners, and kind of finding what sort of size we want to be.”
Maxime: “Yeah, it’s about staying true to what we did at the beginning that really matters, and that’s going to be tough as a lot of stuff is coming our way. So now it’s about trying to navigate and work with the people that will let us do what we originally set out to do.”
Oracle Time